Why newspapers need brand managers
It's a subject that turns the stomachs of most journalists. After all in journalism, "marketing" and "branding" are dirty words. But given the media fall out as a backdrop for the global recession, it's time that newspapers, and the journalists who write for them, realise that the masthead of their paper is a brand.
Knowing what people think and feel when they see your newspaper's brand is more important than ever.
Holiday shopping 2009: five tips for online retailers
The holidays are right around the corner and that means that online retailers are gearing up for what is usually the busiest shopping season of the year.
This won't be your typical holiday season, however. Although one might argue that the global economy is in a better place than it was at this time in 2008, times are still tough for a lot of people and that means that retailers will need to go into Holiday 2009 prepared for another challenging year.
Will Netflix throw its customers under the bus for higher profits?
Imagine for a moment that you're the CEO of Netflix. The movie studios don't really like you. They think low-cost rental services like Netflix are cutting into DVD sales, which have declined. So they come up with a plan to block rentals of new releases for a short time, perhaps a month.
The question: do you oppose this plan or do you look to negotiate with the studios for some sort of benefit?
What customers want: a benevolent Big Brother?
In the movie What Women Want, Nick Marshall (played by Mel Gibson) has an accident and finds himself able to hear what the women around him are really thinking. At first he uses it to his advantage selfishly before he falls in love.
Chances are you're not going to suffer from an accident that gives you Nick Marshall-like abilities, but fortunately when it comes to finding out what customers want, market research can tackle the challenge.
American Airlines fires an employee for...customer engagement
Imagine for a moment that you're the CEO of American Airlines (AA). A customer named
Dustin Curtis comes to the conclusion that your website sucks after
booking a flight on it and finding the process to be a "horrific
displeasure".
A UX designer by trade, Curtis takes it upon himself to redesign your website's homepage and provide some suggestions. All at no cost, of course. He publishes this as a blog post that begins, "Dear AmericanAirlines". Shortly thereafter, the UX designer receives an email from an AA employee who does UX design for your company.
Q&A: Sienne Veit on Marks & Spencer's social media strategy
Marks & Spencer's online strategy has gone through a variety of changes in recent months. As well as revamping their main website, the British retail giant has embraced social media by incorporating ratings and reviews into their website, and using Facebook and Twitter to join the conversation and better engage with customers.
It is encouraging to see a major brand like M&S experimenting with new online channels. By incorporating social media into their strategy, Marks & Spencer has enhanced its ability to respond to customers. Additionally, the brand is better placed to manage their online reputation more effectively.
At a recent iCrossing social media briefing, I asked Business Development Manager, Sienne Veit about the changes that Marks & Spencer has implemented and the impact of social media on the brand.
Q&A: Zappos' Jane Judd on customer loyalty
Zappos has built up a reputation for excellent customer service, and owes much of its success to this. The fact that 75% of its business comes from repeat customers provides convincing evidence of its importance.
I've been asking Jane Judd, who is the senio manager of Zappos' Customer Loyalty Team, and was one of the keynote speakers at the recent Internet Retailing conference, about the company's approach...
Which etailers make it too hard to phone them?
Providing contact options for customers is a pretty basic requirement for online retailers, yet often users are forced to hunt around on websites for contact details.
While email can be a useful contact method, responses are rarely instant, so a contact number should be provided for customer support. yet so many retailers don't seem to want customers to call them.
Case study: how to lose customers and destroy your brand
Software licensing can be a tough business. But if you're able to build a great product and acquire customers, it can be a rewarding business. The founders of Jelsoft, the company behind the popular vBulletin message board software, know that first hand.
Having built arguably the best message board software out there, they sold Jelsoft to Internet Brands in 2007 for an undisclosed amount. And two years later, Internet Brands is facing a violent customer revolt over a new product and new licensing terms.
The internet is not responsible for rude customer service
Before the advent of the internet and social media, citizens and consumers had little recourse when they spotted injustice or suffered abuse. But that's all changed. Thanks to ubiquitous mobile phone cameras and internet content sharing services, when something goes down, there's a good chance it will recorded and posted online.
A customer service assistant for London Underground recently learned that the hard way after he hurled harsh words at an elderly passenger. The incident was 'caught on tape', uploaded to the internet and an uproar ensued. Consequently, the customer service assistant is voluntarily no longer employed by London Underground.
Social media: the best and worst of 2009
Email marketing: six steps to improving customer engagement in 2010
Web 2.0
Graham Charlton
Strategy & Planning
